Amsterdam, August 18 2014 – Kevin Durant calls on all European basketball players to ‘Be The Baddest’ in Nike’s latest campaign for Foot Locker.
The journey to become the baddest is not an easy one. Young ballers aren’t always given the opportunity to play; they might be knocked back and even told that they won’t make it. But Kevin Durant, Nike and Foot Locker believe the baddest can come from anywhere so are on the #searchforthebaddest new European player.
Created in partnership with Wieden+Kennedy Amsterdam, the campaign’s 60-second film aims to inspire European ballers. Showing them how Kevin Durant ‘s rise to the top from humble beginnings probably isn’t that different from what they face. So there’s no reason why they shouldn’t make it too. If they keep working, trying and believing then one-day they might just be ready to take on Kevin Durant and earn the title of the baddest player alive.
‘Be The Baddest’ launches the new Nike KD7 collection and Air Force 1, available at Foot Locker. A version of the spot will also air in North America as a follow-up to Nike’s ‘The Baddest’ film, which launched earlier this year.
Social and digital activity supports the TVC, which will air in the United Kingdom, Spain, Italy and France from August 28. Fans can watch the film on Foot Locker Europe’s Youtube page now.
NIKE CAMPAIGN CREDITS – THE NEXT BADDEST (WESTERN EUROPE AND US)
WESTERN EUROPE TVC
Ed Collin: Brand Communications Director, Europe
Nicolas Kettelhake: Brand Communications Director, Western Europe
Marco Palermo: Brand Communications Manager, Western Europe
Tim Cincotta: Vice President Marketing, Europe
Amandine Bigaret: Brand Director, Europe
Steve Henderson: Brand Communications Director, North America
Cindy King: Senior Account Brand Director, North America
Matthew Schade: Director of Brand Connections, North America
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Director: Alvaro Sotomayor, David Smith
Art Director: Victor Monclus
Copywriter: Will Lowe
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Ross Plummer
Planner: Ben Armistead
Group Account Director: Kirk Johnsen
Account Director: Kathryn Addo
Account Manager: Jorge Fesser, Luke Purdy
Project Manager: Janna Harrington
Business Affairs: Michael Graves, Dusty Slowik
Head of Studio: Jackie Barbour
Studio Artist: Noa Redero
PRODUCTION COMPANY: BELIEVE MEDIA
Director: Anthony Mandler
Director of Photography: David Devlin
Producer: Kim Bradshaw
Executive Producers: Liz Silver, Luke Thornton
EDITING COMPANY: WHITEHOUSE POST LONDON
Editor: Stephen Dunne (Europe), Sam Gunn (US)
Executive Producer: Bebe Evwaraye
AUDIO POST: WAVE AMSTERDAM
Sound Designer/Mixer: Alex Nicholls-Lee
Artist / Title: Benjamin Price, Alex Nichols-Lee – ”The Baddest Remix”
Music Company: Wave Music
POST PRODUCTION: GLASSWORKS AMSTERDAM
Flame: Kyle Obley
Colorist: Scott Harris (Glassworks), Tom Poole (Company 3)
Managing Director: Olivier Klonhammer
About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their consumers. Founded in 1992, the Amsterdam office is a truly international agency purpose built to produce global and pan-European campaigns. Clients include Heineken, Audi, Coca-Cola, Booking.com, Nike, Powerade, Electronic Arts, Proctor & Gamble.